Bad news is going to happen. That doesn’t mean news is not brand safe. In fact, supporting news and information in hard times can be very brand-positive. The Brand Safety Institute has gathered tools and insights from experts to help you determine where news fits into your advertising plan, and to help you fine-tune your strategies before bad news strikes.

For a broader look at these issues, check out our Knowledge Center on News & Journalism.

Brand Safety and Suitability Resources

The Brand Safety Institute has numerous resources available to help brands assess the challenges of brand suitability.

Brands, Safety, and Responsibility

Brand safety and brand responsibility have been defined by IPG Mediabrands as being in tension. Like any good duality, however, one can not exist without the other.

News is brand safe

BSI, the Local Media Consortium, and Scott Cunningham, released a “Local News Advertising Whitelist”. Now two months on, a lot has changed.

Don't let brand safety turn a pandemic into a publishing crisis

COVID-19 is an inflection point in an unimaginable number of ways, and we sit here in the middle of it. We must ensure that what has unfolded serves as an opportunity to reexamine our approach to news and how brands relate to stories that touch on potentially controversial subjects.


Is Your Brand Protected? Assessing Brand Safety Risks In Digital Campaigns

[T]]he authors provide a formal definition of brand safety and detail the prevalence of brand safety concerns among advertising managers. This study presents evidence that brands are at risk when their advertisements are displayed next to negative content and that consumers’ perceptions of brand equity, attitudinal loyalty, and willingness to pay for a brand decrease.

TAG/BSI Consumer Survey: All News is Good News When it Comes to Brand Safe Content

[N]early half (46%) of respondents said all high-quality journalism should be appropriate for ads. Reinforcing those findings, respondents by more than a two-to-one margin (69% to 31%) said the importance of ad funding for coverage of the Ukraine war outweighed any risk of violent content in that coverage. Only one in four respondents said any specific news topic should be off-limits to ads

How Brands Can Navigate Sensitive Events on Social Media

To help understand the effect of sensitive content, Twitter partnered with research company EyeSee to take a deeper look at how content on our platform affects brands. Even when brands appeared adjacent to content in the categories of political or sensitive news, EyeSee saw no impact on brand favorability or consideration.

TAG/BSI Survey Finds Consumers Savvy About Brand Safety Issues

[I]nstead of blocking controversial news content, 40% of consumers said all news content should be appropriate for ads, and the remainder differentiated between stories involving violence and death and those about policy, societal changes, and peaceful protests on the same issues.